PR Theories

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Anonymous
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38639
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PR Theories
Updated:
2010-09-30 00:54:25
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PR
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  1. Important PR Theories
    • All can lead to effective public relations practices!
    • • The Engineering of Consent – Edward Bernays
    • • Excellence Theory – Grunig &
    • Hunt
    • • Dialogical Theory – Kent & Taylor
    • • Postmodern Theory – Derina Holtzhausen
  2. Grunig’s Four Models
    • -Press Agentry model = Awareness for
    • short-term gain
    • -Public information model = Two-step flow
    • communication of information
    • -Two-way asymmetrical model = Persuasion for
    • short-term behavior
    • -Two-way symmetrical model = Promote
    • understanding to build long-term relations. An ideal.
  3. Press Agentry
    • Remember
    • P.T. Barnum?
    • • One-way communication to generate publicity. Often subjective
    • and hyperbolic
    • • Used today in:
    • Sports PR
    • Entertainment PR
    • Product placement (Integrated Marketing Comm)
  4. Public Information Model
    -One-way communication to disseminate information

    • • Factual information free of hype
    • • Used today in:
    • Most government PR
    • Some non-profit PR
  5. Two-Way Asymmetrical
    • Organization does majority of communicating , but
    • opportunities exist for feedback and interactivity from publics

    • • Unbalanced two-way communication
    • • Used today in:
    • For-profit PR and some non-profit PR
  6. Two-Way Symmetrical
    -Two-way, balanced communication to promote mutual understanding

    • • Does it really exist in practice?
    • Grunig himself has written this is an ideal

    • Used today in:
    • Beats me! Communication by default is asymmetrical

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